They could have followed Smith College's lead and started openly recruiting / accepting transgender students. Then invited Bruce Jenner to come to SBC and do a reality TV series, and teach a class on make up and wardrobe tips for the transgender population. Niche marketing at its finest.
And the looks on the faces of drunk male visitors from local colleges when they discovered a "surprise" would be priceless.
Actually, pretty glad they didn't go that route, as SBC was a wonderful place.